Based on in-depth research from ADM’s proprietary Outside Voice consumer insights platform, ADM provides a breakdown of each growth space poised for takeoff in the new year. These insights are used by the world’s leading consumer brands to fuel product innovation.
1. Nourishment for the Whole Self
Consumers want to be more proactive about supporting their mind and body through a balanced approach to diet and lifestyle. While this is a long-term trend, the recent global pandemic has placed renewed interest on mental well-being, with many looking for more effective ways to cope with stress and anxiety. Wholesome nutrition is one important way consumers are looking to support their holistic well-being. In fact, ADM Outside Voice finds that 37% of global consumers expect the snacks they eat to improve their mental well-being.
2. Plant-based Lifestyles
A flexitarian approach to eating has become mainstream as consumers look to functional, wholesome, plant-based nutrition to support healthy, environmentally friendlier lifestyles. In fact, it is expected that alternative proteins will very likely account for 11% of the total protein market in 2035.
3. Microbiome as The Root of Wellness
Awareness of the microbiome as central to wellness has grown over time. Data from ADM Outside Voice indicates that 58% of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health. Today’s consumers are looking for foods, beverages and supplements that support gut health and overall well-being.
4. Clean & Transparent Sourcing
Consumer demand for “clean label” products, which they consider to consist of real, kitchen-level ingredients, has become table stakes. Today’s shopper is consistently searching for foods and beverages containing real, simple ingredients that can help promote a healthy, sustainable lifestyle. This has led to a desire for transparency across the entire product lifecycle, from how it’s made to how it’s packaged and beyond. As consumers become more sophisticated in their understanding of the products they consume, 58% of global consumers say they will be more attentive to locality claims as a result of COVID-19.
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1 ADM Outside VoiceSM
2 Boston Consulting Group and Blue Horizon Corporation, Food for Thought, The Protein Transformation Report, 2021
3 Mintel, The Future of Pet Food 2021 report
4 Nielsen, Quality and efficacy may beat out price sensitivities amid coronavirus concerns, 2020